Content-modification system with system resource request feature

ABSTRACT

In one aspect, a method includes identifying an upcoming content modification opportunity on a channel. The method also includes responsive to identifying the upcoming content modification opportunity on the channel, identifying a group of multiple content-presentation devices tuned to the channel. The method also includes using, at least in part, an amount of content-presentation devices in the identified group as a basis to determine an amount of system resources to request. The method also includes requesting the determined amount of system resources for use in performing actions that facilitate at least a portion of the content-presentation devices in the identified group performing respective content-modification operations.

RELATED DISCLOSURES

This disclosure claims priority to U.S. Provisional Pat. App. No.62/858,856 filed Jun. 7, 2019, which is hereby incorporated by referenceherein in its entirety.

USAGE AND TERMINOLOGY

In this disclosure, unless otherwise specified and/or unless theparticular context clearly dictates otherwise, the terms “a” or “an”mean at least one, and the term “the” means the at least one.

SUMMARY

In one aspect, a method includes identifying an upcoming contentmodification opportunity on a channel. The method also includesresponsive to identifying the upcoming content modification opportunityon the channel, identifying a group of multiple content-presentationdevices tuned to the channel. The method also includes using, at leastin part, an amount of content-presentation devices in the identifiedgroup as a basis to determine an amount of system resources to request.The method also includes requesting the determined amount of systemresources for use in performing actions that facilitate at least aportion of the content-presentation devices in the identified groupperforming respective content-modification operations.

In another aspect, a non-transitory computer-readable storage medium hasstored thereon program instructions that, upon execution by a processor,cause performance of a set of operations. The set of operations includesidentifying an upcoming content modification opportunity on a channel.The set of operations also includes responsive to identifying theupcoming content modification opportunity on the channel, identifying agroup of multiple content-presentation devices tuned to the channel. Theset of operations also includes using, at least in part, an amount ofcontent-presentation devices in the identified group as a basis todetermine an amount of system resources to request. The set ofoperations also includes requesting the determined amount of systemresources for use in performing actions that facilitate at least aportion of the content-presentation devices in the identified groupperforming respective content-modification operations.

In another aspect, a computing system includes a processor and anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by the processor, causeperformance of a set of operations. The set of operations includesidentifying an upcoming content modification opportunity on a channel.The set of operations also includes responsive to identifying theupcoming content modification opportunity on the channel, identifying agroup of multiple content-presentation devices tuned to the channel. Theset of operations also includes using, at least in part, an amount ofcontent-presentation devices in the identified group as a basis todetermine an amount of system resources to request. The set ofoperations also includes requesting the determined amount of systemresources for use in performing actions that facilitate at least aportion of the content-presentation devices in the identified groupperforming respective content-modification operations.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a simplified block diagram of an example content-modificationsystem in which various described principles can be implemented.

FIG. 2 is a simplified block diagram of an example computing system inwhich various described principles can be implemented.

FIG. 3 is a diagram of example linear sequences of content and relatedconcepts.

FIGS. 4A, 4B, 4C, 4D, 4E, and 4F collectively make up a table showingexample time-periods and corresponding operations that can be performedin connection with the example content-modification system.

FIG. 5 is a flow chart of an example method.

DETAILED DESCRIPTION I. Overview

To deliver and present content to end-users, a content provider cantransmit the content to one or more content-distribution systems, eachof which can in turn transmit the content to one or more respectivecontent-presentation devices to be output for presentation to respectiveend-users. Such a hierarchical arrangement can facilitate convenient,widespread distribution of content.

By way of example, in order for a video content provider to delivervideo content to end-users throughout the United States, the videocontent provider can transmit the video content by satellite or anothermedium to content-distribution systems that serve respective designatedmarket areas (DMAs) within the United States. Each suchcontent-distribution system can therefore receive the national satellitefeed carrying the video content and can transmit the video content totelevision sets and/or set-top boxes in the content-distributionsystem's DMA, such that the video content can be output for presentationto respective end-users in that DMA. In practice, thesecontent-distribution systems and their means of transmission tocontent-presentation devices can take various forms. For instance, acontent-distribution system can be associated with a cable-televisionprovider and can transmit video content to content-presentation devicesof end-users who are cable-television subscribers through hybridfiber/coaxial cable connections.

As such, in various scenarios, a content-distribution system cantransmit content to a content-presentation device, which can receive andoutput the content for presentation to an end-user. In some situations,even though the content-presentation device receives content from thecontent-distribution system, it can be desirable for thecontent-presentation device to perform a content-modification operationso that the content-presentation device can output for presentationalternative content instead of at least a portion of that receivedcontent.

For example, in the case where the content-presentation device receivesa linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device to replace the givenadvertisement segment with a different advertisement segment that isperhaps more targeted to the end-user (e.g., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device to overlay on the givenadvertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system can facilitateproviding these and other related features.

In practice, multiple components of the content-modification system canwork in conjunction to deliver supplemental content (e.g., a replacementadvertisement segment) to a content-presentation device for thecontent-presentation device to use the supplemental content inconnection with performing a content-modification operation. Forexample, once the content-presentation device determines the start-timeand end-time of an upcoming content modification opportunity, thecontent-presentation device can transmit, to a content-management systemof the content-modification system, a request for supplemental content.The content-management system can then use the request, and perhapsadditional data such as historical content consumption or demographicdata for that content-presentation device, to select supplementalcontent from among multiple available supplemental content items. Havingselected the supplemental content, the content-management system cancause the selected supplemental content to be transmitted to thecontent-presentation device. For example, the content-management systemcan request a link to the supplemental content from asupplemental-content delivery system that is hosting the selectedsupplemental content. The content-management system can receive the linkand send it to the content-presentation device for thecontent-presentation device to then use to retrieve the supplementalcontent from the supplemental-content delivery system.

The content-management system and supplemental-content delivery systemcan include or be in communication with other computing systems (e.g.,servers, databases) that host the supplemental content and/or otherwiseassist with the processing needed to select and deliver desiredsupplemental content to content-presentation devices. These othercomputing systems can be part of the content-modification system or canbe external, third-party computing systems with which thecontent-modification system can communicate and interact, such as viaone or more application programming interfaces (APIs). As a morespecific example, to help select supplemental content forcontent-presentation devices, the content-management system can launch,or request a third-party computing system to launch, one or moreinstances of physical or virtual servers running a software applicationthat has supplemental content selection logic. As another example, thesupplemental-content delivery system can launch, or request athird-party computing system to launch, one or more instances ofphysical or virtual servers running a software application that haslogic for receiving and responding to requests for links to supplementalcontent and/or logic for retrieving supplemental content forcontent-presentation devices. Other examples are possible as well.Furthermore, in these and other examples, a certain amount of availablememory, computer processing unit (CPU) usage, bandwidth, and/orprocessing cycles can be allocated for use in each instance performingits respective operations.

In some situations, it might be desirable for the content-modificationsystem to request a group of numerous (e.g., hundreds or thousands)content-presentation devices to perform a content-modification operationwith respect to an upcoming content modification opportunity on achannel to which each content-presentation device is tuned. For example,the content-modification system can select a replacement advertisementsegment that is targeted to hundreds or thousands of end-users of aparticular demographic. As such, the content-presentation devices wouldideally retrieve the replacement advertisement segment and timelyreplace a given advertisement segment with the replacement advertisementsegment.

However, situations such as these can require a large amount of time,processing power, and/or other resources from the content-managementsystem and/or supplemental-content delivery system (and thus, from theother computing systems associated therewith) in order to timely selectand deliver supplemental content to that group of numerouscontent-presentation devices. Thus, if not enough resources areavailable, the content-management system or supplemental-contentdelivery system might not be able to select or deliver desiredsupplemental content to all of the content-presentation devices in timefor those content-presentation devices to perform respectivecontent-modification operations at the upcoming opportunity. As aresult, at least some of the numerous content-presentation devices mightmiss out on an opportunity to provide targeted content to end-users.

The present disclosure provides an improved content-modification systemthat uses an amount of content-presentation devices tuned to a channelas a basis for requesting a particular amount of resources (hereinafterreferred to as “system resources”) for use in the content-modificationsystem performing actions that help those content-presentation devicesperform respective content-modification operations in connection with anupcoming content modification opportunity on that channel. For example,if the content-modification system identifies a group of five hundredcontent-presentation devices tuned to a channel on which an upcomingcontent modification opportunity has been identified, thecontent-modification system can use that amount of content-presentationdevices as a basis for determining how many server instances, processingcycles, and/or other system resources to request for use in selectingand delivering supplemental content to at least a portion of the groupof five hundred content-presentation devices. As a result, the chancesof at least a portion of the identified group of content-presentationdevices successfully and timely performing respectivecontent-modification operations can be increased, thus improving userexperience and the reliability of the content-modification system.

The amount of system resources to request can also be determined basedon additional factors as well, such as historical data indicating howlikely the content-presentation devices are to remain on the channel.For example, if the content-modification system determines that onehundred of the five hundred content-presentation devices are likely tochange channels, the content-modification system might request an amountof system resources suitable for facilitating the other four hundredcontent-presentation devices performing respective content-modificationoperations. Thus, the chances of those four hundred content-presentationdevices successfully and timely performing respectivecontent-modification operations can be increased without requesting moresystem resources than necessary. Other examples are possible as well.

II. Architecture

A. Content-Modification System

FIG. 1 is a simplified block diagram of an example content-modificationsystem 100. The content-modification system 100 can include variouscomponents, such as a content-distribution system 102, acontent-presentation device 104, a fingerprint-matching server 106, acontent-management system 108, a data-management system 110, and/or asupplemental-content delivery system 112.

The content-modification system 100 can also include one or moreconnection mechanisms that connect various components within thecontent-modification system 100. For example, the content-modificationsystem 100 can include the connection mechanisms represented by linesconnecting components of the content-modification system 100, as shownin FIG. 1.

In this disclosure, the term “connection mechanism” means a mechanismthat connects and facilitates communication between two or morecomponents, devices, systems, or other entities. A connection mechanismcan be or include a relatively simple mechanism, such as a cable orsystem bus, and/or a relatively complex mechanism, such as apacket-based communication network (e.g., the Internet). In someinstances, a connection mechanism can be or include a non-tangiblemedium, such as in the case where the connection is at least partiallywireless. In this disclosure, a connection can be a direct connection oran indirect connection, the latter being a connection that passesthrough and/or traverses one or more entities, such as a router,switcher, or other network device. Likewise, in this disclosure,communication (e.g., a transmission or receipt of data) can be a director indirect communication.

The content-modification system 100 and/or components thereof can takethe form of a computing system, an example of which is described below.

Notably, in practice, the content-modification system 100 is likely toinclude many instances of at least some of the described components. Forexample, the content-modification 100 is likely to include manycontent-distribution systems and many content-presentation devices.

B. Computing System

FIG. 2 is a simplified block diagram of an example computing system 200.The computing system 200 can be configured to perform and/or can performone or more operations, such as the operations described in thisdisclosure. The computing system 200 can include various components,such as a processor 202, a data-storage unit 204, a communicationinterface 206, and/or a user interface 208.

The processor 202 can be or include a general-purpose processor (e.g., amicroprocessor) and/or a special-purpose processor (e.g., a digitalsignal processor). The processor 202 can execute program instructionsincluded in the data-storage unit 204 as described below.

The data-storage unit 204 can be or include one or more volatile,non-volatile, removable, and/or non-removable storage components, suchas magnetic, optical, and/or flash storage, and/or can be integrated inwhole or in part with the processor 202. Further, the data-storage unit204 can be or include a non-transitory computer-readable storage medium,having stored thereon program instructions (e.g., compiled ornon-compiled program logic and/or machine code) that, upon execution bythe processor 202, cause the computing system 200 and/or anothercomputing system to perform one or more operations, such as theoperations described in this disclosure. These program instructions candefine, and/or be part of, a discrete software application.

In some instances, the computing system 200 can execute programinstructions in response to receiving an input, such as an inputreceived via the communication interface 206 and/or the user interface208. The data-storage unit 204 can also store other data, such as any ofthe data described in this disclosure.

The communication interface 206 can allow the computing system 200 toconnect with and/or communicate with another entity according to one ormore protocols. Therefore, the computing system 200 can transmit datato, and/or receive data from, one or more other entities according toone or more protocols. In one example, the communication interface 206can be or include a wired interface, such as an Ethernet interface or aHigh-Definition Multimedia Interface (HDMI). In another example, thecommunication interface 206 can be or include a wireless interface, suchas a cellular or WI-FI interface.

The user interface 208 can allow for interaction between the computingsystem 200 and a user of the computing system 200. As such, the userinterface 208 can be or include an input component such as a keyboard, amouse, a remote controller, a microphone, and/or a touch-sensitivepanel. The user interface 208 can also be or include an output componentsuch as a display device (which, for example, can be combined with atouch-sensitive panel) and/or a sound speaker.

The computing system 200 can also include one or more connectionmechanisms that connect various components within the computing system200. For example, the computing system 200 can include the connectionmechanisms represented by lines that connect components of the computingsystem 200, as shown in FIG. 2.

The computing system 200 can include one or more of the above-describedcomponents and can be configured or arranged in various ways. Forexample, the computing system 200 can be configured as a server and/or aclient (or perhaps a cluster of servers and/or a cluster of clients)operating in one or more server-client type arrangements, for instance.

As noted above, the content-modification system 100 and/or componentsthereof can take the form of a computing system, such as the computingsystem 200. In some cases, some or all these entities can take the formof a more specific type of computing system. For instance, in the caseof the content-presentation device 104, it can take the form of adesktop computer, a laptop, a tablet, a mobile phone, a television set,a set-top box, a television set with an integrated set-top box, a mediadongle, or a television set with a media dongle connected to it, amongother possibilities.

III. Example Operations

The content-modification system 100 and/or components thereof can beconfigured to perform and/or can perform one or more operations.Examples of these operations and related features will now be described.

As noted above, in practice, the content-modification system 100 islikely to include many instances of at least some of the describedcomponents. Likewise, in practice, it is likely that at least some ofdescribed operations will be performed many times (perhaps on a routinebasis and/or in connection with additional instances of the describedcomponents).

A. Operations Related to the Content-Distribution System TransmittingContent and the Content-Presenting Device Receiving and OutputtingContent

For context, general operations and examples related to thecontent-distribution system 102 transmitting content and thecontent-presentation device 104 receiving and outputting content willnow be described.

To begin, the content-distribution system 102 can transmit content(e.g., that it received from a content provider) to one or more entitiessuch as the content-presentation device 104. Content can be or includeaudio content and/or video content, for example. In some examples,content can take the form of a linear sequence of content segments(e.g., program segments and advertisement segments) or a portionthereof. In the case of video content, a portion of the video contentmay be one or more frames, for example.

The content-distribution system 102 can transmit content on one or morechannels (sometimes referred to as stations or feeds). As such, thecontent-distribution system 102 can be associated with a single channelcontent distributor or a multi-channel content distributor such as amulti-channel video program distributor (MVPD).

The content-distribution system 102 and its means of transmission ofcontent on the channel to the content-presentation device 104 can takevarious forms. By way of example, the content-distribution system 102can be or include a cable-television head-end that is associated with acable-television provider and that transmits the content on the channelto the content-presentation device 104 through hybrid fiber/coaxialcable connections. As another example, the content-distribution system102 can be or include a satellite-television head-end that is associatedwith a satellite-television provider and that transmits the content onthe channel to the content-presentation device 104 through a satellitetransmission. As yet another example, the content-distribution system102 can be or include a television-broadcast station that is associatedwith a television-broadcast provider and that transmits the content onthe channel through a terrestrial over-the-air interface to thecontent-presentation device 104. In these and other examples, thecontent-distribution system 102 can transmit the content in the form ofan analog or digital broadcast stream representing the content.

The content-presentation device 104 can receive content from one or moreentities, such as the content-distribution system 102. In one example,the content-presentation device 104 can select (e.g., by tuning to) achannel from among multiple available channels, perhaps based on inputreceived via a user interface, such that the content-presentation device104 can receive content on the selected channel.

In some examples, the content-distribution system 102 can transmitcontent to the content-presentation device 104, which thecontent-presentation device 104 can receive, and therefore thetransmitted content and the received content can be the same. However,in other examples, they can be different, such as where thecontent-distribution system 102 transmits content to thecontent-presentation device 104, but the content-presentation device 104does not receive the content and instead receives different content froma different content-distribution system.

The content-presentation device 104 can also output content forpresentation. As noted above, the content-presentation device 104 cantake various forms. In one example, in the case where thecontent-presentation device 104 is a television set (perhaps with anintegrated set-top box and/or media dongle), outputting the content forpresentation can involve the television set outputting the content via auser interface (e.g., a display device and/or a sound speaker), suchthat it can be presented to an end-user. As another example, in the casewhere the content-presentation device 104 is a set-top box or a mediadongle, outputting the content for presentation can involve the set-topbox or the media dongle outputting the content via a communicationinterface (e.g., an HDMI interface), such that it can be received by atelevision set and in turn output by the television set for presentationto an end-user.

As such, in various scenarios, the content-distribution system 102 cantransmit content to the content-presentation device 104, which canreceive and output the content for presentation to an end-user. In somesituations, even though the content-presentation device 104 receivescontent from the content-distribution system 102, it can be desirablefor the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content.

For example, in the case where the content-presentation device 104receives a linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device 104 to replace thegiven advertisement segment with a different advertisement segment thatis perhaps more targeted to the end-user (i.e., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device 104 to overlay on thegiven advertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system 100 canfacilitate providing these and other related features.

As noted above, in one example, content can take the form of a linearsequence of content segments. As such, in one example, thecontent-distribution system 102 can transmit a linear sequence ofcontent segments. This is referred to herein as a “transmissionsequence.” Likewise, the content-presentation device 104 can receive alinear sequence of content segments. This is referred to herein as a“receipt sequence.” In line with the discussion above, the transmissionsequence and the receipt sequence can be the same or they can bedifferent.

FIG. 3 illustrates some examples of these concepts. In one example, thetransmission sequence is the TRANSMISSION SEQUENCE 302 shown in FIG. 3.As shown, the TRANSMISSION SEQUENCE 302 includes a PROGRAM SEGMENT A,followed by an AD SEGMENT B, followed by an AD SEGMENT C.

Likewise, in one example, the receipt sequence is the RECEIPT SEQUENCE304 shown in FIG. 3. In this example, the content-distribution system102 transmits the TRANSMISSION SEQUENCE 302 to the content-presentationdevice 104, which the content-presentation device 104 receives as theRECEIPT SEQUENCE 304, and therefore the TRANSMISSION SEQUENCE 302 andthe RECEIPT SEQUENCE 304 are the same. As such, as shown, the RECEIPTSEQUENCE 304 also includes the PROGRAM SEGMENT A, followed by the ADSEGMENT B, followed by the AD SEGMENT C.

In FIG. 3, the transmission time of the TRANSMISSION SEQUENCE 302 andthe receipt time of the RECEIPT SEQUENCE 304 are shown by way of theirrelationship to a TIMELINE 350. Notably, the transmission time and thereceipt time are offset from each other due to a content-transmissiondelay, which is described in greater detail below.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content. For example, in the case where thecontent-presentation device 104 receives the receipt sequence, ratherthan outputting for presentation the receipt sequence, thecontent-presentation device 104 can output for presentation a modifiedversion of the receipt sequence instead. This is referred to herein as a“modified sequence.”

For example, in the case where the receipt sequence includes a givenadvertisement segment positioned somewhere within the receipt sequence,it can be desirable for the content-presentation device 104 to replacethe given advertisement segment with a different advertisement segmentthat is perhaps more targeted to the end-user (i.e., more targeted tothe end-user's interests, demographics, etc.), thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in one example, the modified sequence is the FIRSTMODIFIED SEQUENCE 306 shown in FIG. 3. As shown, the FIRST MODIFIEDSEQUENCE 306 includes the PROGRAM SEGMENT A, followed by the AD SEGMENTD (which replaced the AD SEGMENT B), followed by the AD SEGMENT C.

As another example, it can be desirable for the content-presentationdevice 104 to overlay, on the given advertisement segment, overlaycontent that enhances the given advertisement segment in a way that isagain perhaps more targeted to the end-user, thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in another example, the modified sequence is theSECOND MODIFIED SEQUENCE 308 shown in FIG. 3. As shown, the SECONDMODIFIED SEQUENCE 308 includes the PROGRAM SEGMENT A, followed by the ADSEGMENT B′ (which is the AD SEGMENT B modified with overlay content),followed by the AD SEGMENT C.

Other portions of FIG. 3 will be described later in this disclosure asrelated concepts are introduced and described.

Moving on in view of the context provided above, FIGS. 4A, 4B, 4C, 4D,4E, and 4F, collectively make up a table showing example time-periodsand corresponding operations that can be performed in connection withthe content-modification system 100. These and other related operationswill now be described.

B. Operations Related to the Content-Distribution System TransmittingFirst Content on a Channel

During a time-period T1, the content-distribution system 102 cantransmit content on a channel to the content-presentation device 104.This content is referred to herein as “first content.” In one example,the first content is the FIRST CONTENT 310 shown in FIG. 3.

During a time-period T2, the content-distribution system 102 cangenerate fingerprint data representing the first content. Thisfingerprint data is referred to herein as “first fingerprint data.” Thecontent-distribution system 102 can generate the first fingerprint datausing any content fingerprinting process now known or later developed.An example fingerprint generation technique is described in U.S. Pat.No. 9,495,451 issued Nov. 15, 2016, the entirety of which is herebyincorporated by reference herein. The content-distribution system 102can generate first fingerprint data at a given rate, such as at the rateof one fingerprint per frame of the first content. The first fingerprintdata can be or include some or all of these generated fingerprints.

The content-distribution system 102 can access the first content atvarious points within the content-distribution system 102. As oneexample, the content-distribution system 102 can access the firstcontent after it is output by a distribution amplifier within thecontent-distribution system 102.

Also during the time-period T2, the content-distribution system 102 cangenerate metadata associated with the first content and/or the firstfingerprint data. This metadata is referred to herein as “firstmetadata.” In one example, the first metadata can be or include atransmission time-stamp, which represents a time-point at which thecontent-distribution system 102 transmitted the first content. Thecontent-distribution system 102 can determine the transmissiontime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock.

As another example, the first metadata can be or include a channelidentifier, which identifies the channel on which thecontent-distribution system 102 is transmitting the first content. Thecontent-distribution system 102 can determine the channel identifier invarious ways such as based on mapping data that maps thecontent-distribution system 102 and/or physical inputs and/or outputswithin the content-distribution system 102 to respective channelidentifiers. In one example, in the case where the content-distributionsystem 102 transmits content A on channel A, content B on channel B, andcontent C on channel C, the mapping data can specify which of threedifferent outputs (perhaps on three different distribution amplifiers)maps to which channel identifier, such that the content-distributionsystem 102 can determine the appropriate channel identifier for contentof a given channel.

As another example, the first metadata can be or include SCTE-104 data,a watermark, or a similar type of metadata, any of which can themselvesencode other metadata, such as a program identifier, an advertisementidentifier (e.g., an industry standard coding identification (ISCI)key), a program genre, or another type of textual or numeric metadata,for instance.

The content-distribution system 102 can associate the first fingerprintdata with the first metadata in various ways. For instance, in the casewhere the first fingerprint data includes multiple fingerprints witheach fingerprint representing a corresponding frame of the firstcontent, the content-distribution system 102 can associate eachfingerprint with a corresponding transmission time-stamp and/or withother corresponding first metadata.

During a time-period T3, the content-distribution system 102 cantransmit the first fingerprint data and the first metadata to thefingerprint-matching server 106. The content-distribution system 102 cantransmit the first fingerprint data and the first metadata at a giveninterval. For example, every two seconds, the content-distributionsystem 102 can transmit the first fingerprint data and the firstmetadata that it generated during that most recent two-secondtime-period.

C. Operations Related to the Content-Presentation Device ReceivingSecond Content

During a time-period T4, the content-presentation device 104 can receivecontent from the content-distribution system 102. This content isreferred to herein as “second content.” In one example, the secondcontent is the SECOND CONTENT 312 shown in FIG. 3.

During a time-period T5, the content-presentation device 104 cangenerate fingerprint data representing the second content. Thisfingerprint data is referred to herein as “second fingerprint data.” Thecontent-presentation device 104 can generate the second fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the second fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the second content. The second fingerprint data can be or includesome or all of these generated fingerprints.

The content-presentation device 104 can access the second content atvarious points within the content-presentation device 104. As oneexample, the content-presentation device 104 can access the secondcontent as it is being received by an input buffer (e.g., an HDMIbuffer) of the content-presentation device 104. In anotherconfiguration, the content-presentation device 104 can access the secondcontent as it is being received by a display buffer of thecontent-presentation device 104. In this configuration, the secondcontent can therefore be content that the content-presentation device104 not only receives, but also outputs for presentation.

Also during the time-period T5, the content-presentation device 104 cangenerate metadata associated with the second content and/or the secondfingerprint data. This metadata is referred to herein as “secondmetadata.” As one example, the second metadata can be or include areceipt time-stamp, which represents a time-point at which thecontent-presentation device 104 received the second content. Thecontent-presentation device 104 can determine the receipt time-stamp invarious ways, such as based on a time clock that is synchronized to areference clock. As noted above, the content-presentation device 104 canaccess the second content at various points within thecontent-presentation device 104. In one example, the point at which thesecond content is accessed can be considered the “receipt” point forpurposes of determining the receipt time-stamp.

In practice, while the first metadata is likely to be or include achannel identifier, the second metadata is likely to not be nor includea channel identifier.

The content-presentation device 104 can associate the second fingerprintdata with the second metadata in various ways. For instance, where thesecond fingerprint data includes multiple fingerprints with eachfingerprint representing a corresponding frame of second content, thecontent-presentation device 104 can associate each second fingerprintwith a corresponding receipt time-stamp and/or other correspondingmetadata.

During a time-period T6, the content-presentation device 104 cantransmit the second fingerprint data and the second metadata to thefingerprint-matching server 106. The content-presentation device 104 cantransmit the second fingerprint data and the second metadata at a giveninterval. For example, every two seconds, the content-presentationdevice 104 can transmit the second fingerprint data and the secondmetadata that it generated during that most recent two-secondtime-period.

D. Operations Related to Identifying a Channel on Which theContent-Presentation Device is Receiving the Second Content

During a time-period T7, the fingerprint-matching server 106 can receivethe first fingerprint data and the first metadata from thecontent-distribution system 102. As noted above, the first fingerprintdata represents the first content transmitted by thecontent-distribution system 102 on the channel. As noted above, thefirst metadata can, and for the purposes of this described example does,identify the channel. In this way, the first content can be consideredas content being transmitted on an identified channel.

During a time-period T8, the fingerprint-matching server 106 can receivethe second fingerprint data and the second metadata from thecontent-presentation device 104. As noted above, the second fingerprintdata represents the second content received by the content-presentationdevice 104. However, as noted above, the associated metadata may not,and for the purposes of this described example does not, identify thechannel. In this way, the second content can be considered as contentbeing received on an unidentified channel.

During a time-period T9, the fingerprint-matching server 106 can comparethe first fingerprint data and the second fingerprint data to determinewhether there is a match. In this disclosure, this type of matchattempt, namely a match attempt between (i) reference fingerprint datarepresenting content being transmitted on an identified channel and (ii)query fingerprint data representing content being received on anunidentified channel, is referred to herein as a “cold match attempt.”

During a time-period T10, based on the comparing, thefingerprint-matching server 106 can detect a match between the firstfingerprint data and the second fingerprint data. Thefingerprint-matching server 106 can compare and/or detect a matchbetween fingerprint data using any content fingerprint comparing andmatching technique now known or later developed. An example fingerprintcomparing and matching technique is described in U.S. Pat. No. 9,146,990issued Sep. 29, 2015, the entirety of which is hereby incorporated byreference herein.

To effectively compare the first fingerprint data and the secondfingerprint data, the fingerprint-matching server 106 may need toaccount for a content-transmission delay. For context, in the case wherethe content-distribution system 102 transmits a given frame of contenton a given channel at a time-point A, for various reasons, thecontent-presentation device 104 may not receive that frame until atime-point B that is later (e.g., ten seconds later) than the time-pointA. This type of delay is referred to herein as a “content-transmissiondelay.”

In one example, the time-point A, the time-point B, and thecontent-transmission delay can be the TIME-POINT A 314, the TIME-POINT B316, and the CONTENT-TRANSMISSION DELAY 318, respectively, shown FIG. 3.Note that FIG. 3 is for illustration purposes and is not necessarily toscale at least with respect to time. In practice, the actual amount ofcontent-transmission delay may be different from the amount shown.

To help the fingerprint-matching server 106 effectively compare thefirst fingerprint data with the second fingerprint data, thefingerprint-matching server 106 may need to account for such acontent-transmission delay. In one example, the fingerprint-matchingserver 106 can do this by comparing the first fingerprint data that itreceives at a receipt time-point with the second fingerprint data thatit receives during a time-period defined by a starting time-point and anending time-point. The starting time-point can be the receipt time-pointplus an offset representing an anticipated content-transmission delay(e.g., ten seconds), minus a tolerance a time-period (e.g., twoseconds). The ending time-point can be the receipt time-point plus theoffset (e.g., ten seconds), plus the tolerance a time-period (e.g., twoseconds). As such, in one example where the anticipatedcontent-transmission delay is 10 seconds, the fingerprint-matchingserver 106 can compare first fingerprint data that it receives at areceipt time-point with second fingerprint data that it receives duringa time-period between (i) the receipt time-point plus eight seconds and(ii) receipt time-point plus twelve seconds.

In some cases, the fingerprint-matching server 106 can determine acontent-transmission delay, which it can use to select an appropriateoffset for use in determining the starting and ending time-points, asdescribed above. The fingerprint-matching server 106 can determine thecontent-transmission delay in various ways. For example, after thefingerprint-matching server 106 detects a match based on a cold matchattempt, the fingerprint-matching server 106 can determine thecontent-transmission delay as a difference between the correspondingtransmission time-stamp (of the first metadata) and the correspondingreceipt time-stamp (of the second metadata), for example. Notably, thecontent-transmission delay can vary from channel to channel.

During a time-period T11, based on the detected match, thefingerprint-matching server 106 can identify the channel on which thesecond content is being received by the content-presentation device 104.In one example, the fingerprint-matching server 106 can identify thechannel based on the channel identifier metadata associated with thefirst fingerprint data used to detect the match.

Notably, in practice, since there are likely to be multiple potentialchannels on which the content-presentation device 104 is receiving thesecond content, the fingerprint-matching server 106 is likely to comparethe second fingerprint data with multiple instances of first fingerprintdata (each representing a different respective instance of first contenton a different respective channel), to determine which of those multipleinstances matches the second fingerprint data.

Also, in some cases, the fingerprint-matching server 106 can detect amatch between the second fingerprint data and each of multiple instancesof first fingerprint data (each representing a different respectiveinstance of first content on a different respective channel). This isreferred to herein as a “multimatch scenario” and can occur for variousreasons. For example, this can occur when the content-distributionsystem 102 is transmitting the same or similar content on more than onechannel at or about the same time. In this scenario, thefingerprint-matching server 106 can perform additional operations toidentity, from among the multiple channels associated with themultimatch scenario, on which specific channel the content-presentationdevice 104 is receiving the second content. The fingerprint-matchingserver 106 can do this using any channel multimatch disambiguationtechnique now known or later developed. An example channel multimatchdisambiguation technique is described in U.S. Pat. No. 9,992,533 issuedJun. 5, 2018, the entirety of which is hereby incorporated by referenceherein.

E. Operations Related to Determining Historical Content Consumption Data

During a time-period T12, the fingerprint-matching server 106 cangenerate metadata associated with the identified channel. For example,the metadata can be or include a channel identification time-stamp. Thefingerprint-matching server 106 can determine the channel identificationtime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock. In another example, the metadata canbe or include a device identifier that identifies thecontent-presentation device 104 that is receiving content on theidentified channel. The fingerprint-matching server 106 can determinethe device identifier in various ways, such as by receiving it from thecontent-presentation device 104. In another example, thefingerprint-matching server 106 can receive data (e.g., deviceregistration data) from the content-presentation device 104 and can usemapping data to map the received data to determine the deviceidentifier.

During a time-period T13, the fingerprint-matching server 106 cantransmit an indication of the identified channel and the associatedmetadata to the data-management system 110.

During a time-period T14, the data-management system 110 can receive theindication of the identified channel and the associated metadata fromthe fingerprint-matching server 106.

The data-management system 110 can use the received indication of theidentified channel and the associated metadata, perhaps with other data,to determine when the content-presentation device 104 has receivedcontent on the identified channel, what specific content thecontent-presentation device 104 has received, etc. This type of data isreferred to herein as “historical content consumption data.”

As such, during a time-period T15, the data-management system 110 candetermine historical content consumption data associated with thecontent-presentation device 104.

F. Operations Related to the Content-Distribution System TransmittingThird Content

As noted above, the fingerprint-matching server 106 can identify thechannel on which the content-presentation device 104 is receiving thesecond content.

During a time-period T16, the content-distribution system 102 cantransmit content on the identified channel to the content-presentationdevice 104. This content is referred to herein as “third content.” Inone example, the third content is the THIRD CONTENT 320 shown in FIG. 3.In practice, the content-distribution system 102 is likely to transmitthe third content shortly after (e.g., immediately after or a fewseconds or minutes after) transmitting the first content.

During a time-period T17, the content-distribution system 102 cangenerate fingerprint data representing the third content. Thisfingerprint data is referred to herein as “third fingerprint data.”

Also during the time-period T17, the content-distribution system 102 cangenerate metadata associated with the third content and/or the thirdfingerprint data. This metadata is referred to herein as “thirdmetadata.” The content-distribution system 102 can also associate thethird fingerprint data with the third metadata.

During a time-period T18, the content-distribution system 102 cantransmit the third fingerprint data and the third metadata to thefingerprint-matching server 106.

The content-distribution system 102 can transmit the third content,generate the third fingerprint data, generate the third metadata,associate the third fingerprint data with the third metadata, andtransmit the third fingerprint data and the third metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with transmitting the first content, generating thefirst fingerprint data, generating the first metadata, associating thefirst fingerprint data with the first metadata, and transmitting thefirst fingerprint data and the first metadata.

G. Operations Related to the Content-Management System Receiving aModifiable Content-Segment

During a time-period T19, the content-management system 108 can receivecontent in the form of a content segment that has been identified as acandidate to be modified. This content is referred to herein as a“modifiable content-segment” or “fourth content.” In one example, themodifiable content-segment is the MODIFIABLE CONTENT-SEGMENT shown inFIG. 3.

The modifiable content-segment can take various forms. For example, themodifiable content-segment can be an advertisement segment (e.g., acommercial) or a program segment. As such, in one example, themodifiable content-segment can be an advertisement segment that has beenidentified as a candidate to be modified, perhaps by way of beingreplaced with a different advertisement segment, and/or by way of havingcontent overlaid thereon.

In one example, a user, perhaps associated with the content-distributionsystem 102, can facilitate uploading the modifiable content-segment tothe content-management system 108, such that the content-managementsystem 108 can receive it in this way.

During a time-period T20, the content-management system 108 can generatefingerprint data representing the modifiable content-segment. Thisfingerprint data is referred to herein as “fourth fingerprint data.” Thecontent-management system 108 can generate the fourth fingerprint datausing any fingerprint generation technique now known or later developed.The content-management system 108 can generate the fourth fingerprintdata at a given rate, such as at the rate of one fingerprint per frameof the fourth content. The fourth fingerprint data can be or includesome or all of these generated fingerprints.

Also during the time-period T20, the content-management system 108 cangenerate metadata associated with the modifiable content-segment and/orthe fourth fingerprint data. This metadata is referred to herein as“fourth metadata.” As one example, the fourth metadata can be or includea duration of the modifiable content-segment. The content-managementsystem 108 can determine the duration in various ways, such as based onthe fingerprint generation process. For example, in the case where thecontent-management system 108 generating the fourth fingerprint datainvolves generating one fingerprint per frame, where the modifiablecontent-segment has a frame rate of 30 frames per second, and where thefingerprinting process results in 300 fingerprints being generated, thecontent-management system 108 can deduce that the modifiablecontent-segment has a duration of ten seconds. The metadata can also beor include other information about the modifiable content-segment, suchas a content segment identifier, a title, and/or specifics aboutpermissible ways in which the modifiable content-segment can bemodified, etc.

During a time-period T21, the content-management system 108 can transmitthe fourth fingerprint data and the fourth metadata to thefingerprint-matching server 106.

In practice, the content-management system 108 is likely to receive manymodifiable content-segments. In such situations, the content-managementsystem 108 can perform one or more of the operations described above, asappropriate for each of the many received modifiable content-segments.As such, the content-management system 108 can transmit many instancesof fourth fingerprint data, each corresponding with a differentrespective modifiable content-segment, to the fingerprint-matchingserver 106.

H. Operations Related to the Fingerprint-Matching Server Identifying anUpcoming Content Modification Opportunity on the Identified Channel

During a time-period T22, the fingerprint-matching server 106 canreceive the third fingerprint data and the third metadata from thecontent-distribution system 102. As noted above, the third fingerprintdata represents the third content transmitted by thecontent-distribution system 102 on the identified channel.

During a time-period T23, the fingerprint-matching server 106 canreceive the fourth fingerprint data and the fourth metadata from thecontent-management system 108. As noted above, the fourth fingerprintdata represents the modifiable content-segment.

During a time-period T24, the fingerprint-matching server 106 cancompare at least a portion of the third fingerprint data with at least aportion of the fourth fingerprint data to determine whether there is amatch.

During a time-period T25, based on the comparing, thefingerprint-matching server 106 can detect a match between the at leasta portion of the third fingerprint data and the at least a portion ofthe fourth fingerprint data. The fingerprint-matching server 106 cancompare and/or detect a match between fingerprint data using any contentfingerprint comparing and matching process now known or later developed.

During a time-period T26, based on the detected match, thefingerprint-matching server 106 can determine that at least a portion ofthe modifiable content-segment is included within the third content, andtherefore can identify an upcoming content modification opportunity onthe identified channel. For example, the fingerprint-matching server 106can determine that at least a beginning portion of the MODIFIABLECONTENT-SEGMENT is included within the THIRD CONTENT 320, as shown inFIG. 3, and therefore can identify an upcoming content modificationopportunity.

As noted above, the fingerprint-matching server 106 can generate thirdmetadata, which can be the same as or similar to the first metadata. Assuch, the third metadata can be or include a transmission time-stampand/or a channel identifier, for example. However, the third metadatacan also be or include a position of at least a portion of themodifiable content-segment within the third content. In one example, themetadata can specify this using a starting frame marker and an endingframe marker, each corresponding with a respective frame of the thirdcontent. The fingerprint-matching server 106 can determine the startingframe marker and the ending frame marker based on the matching.

Notably, in practice, since there are likely to be multiple potentialmodifiable content-segments where portions thereof could be includedwithin the third content, the fingerprint-matching server 106 is likelyto compare at least a portion of the third fingerprint data with atleast a portion of multiple instances of fourth fingerprint data (eachrepresenting a different respective instance of a modifiablecontent-segment), to determine which of those multiple instances of thefourth fingerprint data has a portion that matches the at least aportion of the third fingerprint data.

I. Operations Related to Preparing the Content-Presentation Device toPerform a Content-Modification Operation in Connection with theIdentified Upcoming Content Modification Opportunity

During a time-period T27, based on the detected match, thefingerprint-matching server 106 can transmit the third fingerprint dataand the third metadata to the content-presentation device 104 data tofacilitate preparing the content-presentation device 104 to perform acontent-modification operation in connection with the identifiedupcoming content modification opportunity.

During a time-period T28, the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106.

During a time-period T29, the content-presentation device 104 canreceive content on the identified channel. This content is referred toherein as “fifth content.” In one example, the fifth content is theFIFTH CONTENT 324 shown in FIG. 3.

For various reasons (e.g., due to a transmission delay associated withtransmitting fingerprint data and metadata being shorter that thecontent-transmission delay), the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106 before receiving the fifth content fromthe content-distribution system 102. In this way, thecontent-presentation device 104 can receive fingerprint datarepresenting content that the content-presentation device 104 isexpecting to receive shortly thereafter, and that thecontent-presentation device should actually receive shortly thereafterunless an interruption event (e.g., a channel-change event) occurs.

In practice, similar to how the content-distribution system 102 islikely to transmit the third content shortly after (e.g., immediatelyafter or a few seconds or minutes after) transmitting the first content,the content-presentation device 104 is likely to receive the fifthcontent shortly after (e.g., immediately after or a few seconds orminutes after) receiving the second content.

During a time-period T30, the content-presentation device 104 can outputfor presentation at least a portion of the fifth content. For example,referring to FIG. 3, the content-presentation device can output forpresentation the portion of the FIFTH CONTENT 324 that is the endportion of the PROGRAM SEGMENT A.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of the received content.

As such, even though the content-presentation device 104 receives thefifth content and outputs for presentation at least a portion of thefifth content, it can be desirable for the content-presentation device104 to perform a content-modification operation so that thecontent-presentation device 104 can also output for presentationalternative content instead of at least another portion (e.g., theremaining portion) of the fifth content. For example, referring to FIG.3, it can be desirable for the content-presentation 104 device toreplace at least a portion of the AD SEGMENT B with at least a portionof a different advertisement segment that is perhaps more targeted tothe end-user. As another example, it can be desirable for thecontent-presentation device 104 to overlay on at least a portion of theAD SEGMENT B, overlay content that enhances at least a portion of the ADSEGMENT B in a way that is again perhaps more targeted to the end-user.

During a time-period T31, the content-presentation device 104 cangenerate fingerprint data representing the fifth content. Thisfingerprint data is referred to herein as “fifth fingerprint data.” Thecontent-distribution system 102 can generate the fifth fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the fifth fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the fifth content. The fifth fingerprint data can be or include someor all of these generated fingerprints.

Also during the time-period T31, the content-presentation device 104 cangenerate metadata associated with the fifth content and/or the fifthfingerprint data. This metadata is referred to herein as “fifthmetadata.”

The content-presentation device 104 can receive the fifth content,generate the fifth fingerprint data, generate the fifth metadata,associate the fifth fingerprint data with the fifth metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with receiving the second content, generating thesecond fingerprint data, generating the second metadata, and associatingthe second fingerprint data with the second metadata.

As noted above, the content-presentation device 104 can receive thethird fingerprint data from the fingerprint-matching server 106 and cangenerate the fifth fingerprint data.

During a time-period T32, the content-presentation device 104 cancompare the third fingerprint data and the fifth fingerprint data todetermine whether there is a match.

During a time-period T33, based on the comparing, thecontent-presentation device 104 can detect a match between the thirdfingerprint data and the fifth fingerprint data. In this disclosure,this type of match attempt, namely a match attempt between (i) referencefingerprint data representing content transmitted by thecontent-distribution system 102 on an identified channel (at least basedon the most recent channel identification analysis), and (ii) queryfingerprint data representing content being received by thecontent-presentation device 104 on the same identified channel, isreferred to herein as a “hot match attempt.” The fingerprint-matchingserver 106 can compare and/or detect a match between fingerprint datausing any content fingerprint comparing and matching process now knownor later developed.

During a time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity starts. This is referred toherein as the “modification start-time.” In one example, themodification start-time is the MODIFICATION START-TIME 326 as shown FIG.3.

In one example, the content-presentation device 104 can determine themodification start-time by starting with the transmission time-stampassociated with the starting frame marker (which, as described above,can be or be included in the third metadata) and adding thecontent-transmission delay to that transmission time-stamp, to arrive atthe modification start-time.

As another example, the content-presentation device 104 can determinethe modification start-time by first establishing a synchronous lockbetween the third content, the third fingerprint data, and/or the thirdmetadata on the one hand, and the fifth content, the third fifthfingerprint data, and/or the fifth metadata, on the other hand. Thecontent-presentation device 104 can establish the synchronous lock usingany synchronous lock technique now known or later developed. An examplesynchronous lock technique is described in U.S. Pat. No. 10,506,275issued Dec. 10, 2019, the entirety of which is hereby incorporated byreference herein. Another example synchronous lock technique isdescribed in U.S. Pat. App. Pub. No. 2020/0029108 published Jan. 23,2020, the entirety of which is hereby incorporated by reference herein.

The content-presentation device 104 can then determine the modificationstart-time by determining a time-period between (i) a current receipttime-stamp associated with a first portion of the fifth content that thecontent-presentation device 104 is currently receiving and (ii) based onthe synchronous lock, an anticipated receipt time-stamp associated witha second portion of the fifth content that is the start of themodifiable content-segment, and then adding the determined time-periodto the current receipt time-stamp, to arrive at the modificationstart-time.

Also during the time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity ends. This is referred toherein as the “modification end-time.” In one example, the modificationend-time is the MODIFICATION END-TIME 328 as shown FIG. 3.

In one example, the content-presentation device 104 can determine themodification end-time by starting with the modification start-time andadding the duration of the modifiable content-segment (which, asdescribed above, can be or be included in the fourth metadata) to themodification start-time, to arrive at the modification end-time.

Notably, if the content-presentation device 104 performs a hot matchattempt and does not detect a match, the content-presentation device 104can determine that the content-presentation device 104 is no longerreceiving content on the most recently identified channel. In response,the content-presentation device 104 can repeat one or more of theoperations described above so that the fingerprint-matching server 106can perform another cold match attempt, to attempt to identify thechannel again.

During a time-period T35, the content-presentation device 104 cantransmit a request for content for use in connection with performing thecontent-modification operation, to the content-management system 108.This content is referred to herein as “supplemental content.” In oneexample, the content-presentation device 104 can transmit the requestbefore the modification start-time (e.g., ten seconds before). In somecases, the request can include selection criteria for the supplementalcontent, which the content-presentation device 104 can determine basedon the third metadata that the content-presentation device 104 receivesfrom the fingerprint-matching server 106, for instance.

For example, the selection criteria can specify a requested type ofcontent (e.g., a replacement content segment or overlay content),duration (e.g., 15 seconds, 30 seconds, or 60 seconds), aspect ratio(e.g., 4:3 or 16:9), and/or resolution (e.g., 720p or 1080p).

During a time-period T36, the content-management system 108 can receivethe request and use it as a basis to select supplemental content fromamong multiple supplemental content items that are available forselection. In some cases, the content-management system 108 can receiveand consider various data to help inform which supplemental content toselect. For example, the content-management system 108 can receivehistorical content consumption data for the content-presentation device104 from the data-management system 110 and/or the content-managementsystem 108 can receive demographic data from a demographic dataprovider. The content-management system 108 can then use at least thereceived historical content consumption data and/or the receiveddemographic data as a basis to select the supplemental content.

The content-management system 108 can cause the selected supplementalcontent to be transmitted to the content-presentation device 104. In oneexample, the content-management system 108 can do this by communicatingwith a supplemental-content delivery system 112 that can host thesupplemental content. The supplemental-content delivery system 112 cantake various forms and can include various components, such as a contentdistribution network (CDN).

During a time-period T37, the content-management system 108 can transmita request for a link (e.g., a Uniform Resource Identifier (URI) or aUniform Resource Locator (URL)) pointing to the hosted supplementalcontent, to the supplemental-content delivery system 112.

During a time-period T38, the supplemental-content delivery system 112can receive and respond to the request for the link by transmitting therequested link to the content-management system 108.

During a time-period T39, the content-management system 108 can then inturn transmit the link to the content-presentation device 104.

During a time-period T40, the content-presentation device 104 canreceive the link, which it can use to retrieve the supplemental contentfrom the supplemental-content delivery system 112, such that thecontent-presentation device 104 can use the retrieved supplementalcontent in connection with performing the content-modificationoperation. In one example, the content-presentation device 104 canretrieve the supplemental content and store the supplemental content ina data-storage unit of the content-presentation device 104.

As such, in some examples, the content-presentation device 104 canreceive the modifiable content-segment from one source (e.g., thecontent-distribution system 102), and the supplemental content fromanother source (e.g., the supplemental-content delivery system 112).These segments can be transmitted to, and received by, thecontent-presentation device 104 in different ways. For example, thecontent-distribution system 102 can transmit, and thecontent-presentation device 104 can receive, the modifiablecontent-segment as a broadcast stream transmission, whereas thesupplemental-content delivery system 112 can transmit, and thecontent-presentation device 104 can receive, the supplemental content asan over-the-top (OTT) transmission. In this context, in one example, thecontent-distribution system 102 can receive the modifiablecontent-segment via one communication interface (e.g., an HDMIinterface), and the content-presentation device 104 can receive thesupplemental content via a different communication interface (e.g., anEthernet or WI-FI interface).

J. Operations Related to the Content-Presentation Device Performing aContent-Modification Operation

At a time-period T41, the content-presentation device 104 can performthe content-modification operation. The content-presentation device 104can do this in various ways, perhaps depending on the type ofcontent-modification operation to be performed.

In one example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying the modifiable content-segment by replacing it withsupplemental content. This is referred to herein as a“content-replacement operation.” For example, in this scenario, thecontent-presentation device 104 can receive a linear sequence of contentsegments that includes the modifiable content-segment and the associatedmetadata, and can also receive the supplemental content segment, asdescribed above. The content-presentation device 104 can output forpresentation the sequence of content segments up until the modificationstart-time (which corresponds to the start of the modifiablecontent-segment), at which time the content-presentation device 104 canswitch to outputting for presentation the supplemental content instead.Then, at the modification end-time (which corresponds to the end of themodifiable content-segment), the content-presentation device 104 canswitch back to outputting for presentation the content that follows inthe linear sequence of content segments (or perhaps to other content,such as additional supplemental content that is replacing anothermodifiable content-segment).

In one example, the operation of the content-presentation device 104switching from outputting the sequence of content segments to outputtingthe supplemental content can involve using various buffers of thecontent-presentation device 104. For example, this can involve thecontent-presentation device 104 switching from using first data in afirst input buffer where the sequence of content segments is beingreceived to using second data in a second input buffer where thesupplemental content is being received, to populate a display buffer.

As such, according to one example as illustrated in FIG. 3, byperforming a content replacement operation, the content-presentationdevice 104 can replace the AD SEGMENT B with the AD SEGMENT D. As aresult, rather than outputting for presentation the RECEIPT SEQUENCE304, the content-presentation device can instead output for presentationthe FIRST MODIFIED SEQUENCE 306.

In another example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying a modifiable content-segment by overlaying on themodifiable content-segment, overlay content (referred to herein as a“content-overlay operation”). For example, in this scenario, thecontent-presentation device 104 can again receive a linear sequence ofcontent segments that includes the modifiable content-segment and theassociated metadata, and the content-presentation device 104 can alsoreceive the supplemental content, as described above.

The content-presentation device 104 can then output for presentation themodifiable content-segment as it ordinarily would, except that startingat the modification start-time, the content-presentation device 104 canstart overlaying the supplemental content on the modifiablecontent-segment. The content-presentation device 104 can continueoverlaying the supplemental content until the modification end-time. Inthis way, the content-presentation device 104 can overlay thesupplemental content during at least some temporal portion of themodifiable content-segment.

In one example, the operation of the content-presentation device 104overlaying supplemental content on the modifiable content-segment caninvolve using various buffers of the content-presentation device 104.For example, this can involve the content-presentation device 104 usinga portion of first data in a first input buffer where the sequence ofcontent segments is being received together with second data in a secondinput buffer where the supplemental content is being received, for thepurposes of populating a display buffer. In this way, thecontent-presentation device can combine relevant portions of themodifiable content-segment (i.e., all portions except those representingregion where the supplemental content is to be overlaid) together withthe supplemental content to be used as an overlay, to create the desiredmodifiable content-segment plus the supplemental content overlaidthereon.

As such, according to one example as illustrated in FIG. 3, byperforming a content-overlay operation, the content-presentation device104 can overlay supplemental content on the AD SEGMENT B, therebymodifying it to the AD SEGMENT B′. As a result, rather than outputtingfor presentation the RECEIPT SEQUENCE 304, the content-presentationdevice can instead output for presentation the SECOND MODIFIED SEQUENCE308.

K. Tracking and Reporting Operation-Related Data

To help facilitate performance of various operations such as thecontent-presentation device 104 performing a content-modificationoperation and to help allow for the tracking and reporting of suchoperations, the content-modification system 100 and/or componentsthereof can track and report various operation-related data at varioustimes and in various ways.

As just a few illustrative examples, responsive to certain operationsbeing performed, such as those described herein, thefingerprint-matching server 106, the content-presentation device 104,and/or another entity can generate, store, and/or transmit messages thatindicate (i) that a modifiable content-segment has been identified, (ii)that a channel has been identified/confirmed (perhaps based on a matchdetected as a result of a cold or hot match attempt), (iii) that anupcoming content modification opportunity on the identified channel hasbeen identified, (iv) that supplemental content has been requested, (v)that supplemental content has been received, (vi), that acontent-modification operation has started, (vii) that acontent-modification operation has ended, and/or (viii) that a scheduledcontent-modification operation was aborted and/or not performed for anygiven reason. In some cases, these messages can include other metadatarelated to these operations. For example, the metadata can specifyrelevant timing information, device identifiers, channel identifiers,content segment identifiers, etc.

L. Watermark-Based Techniques

Although this disclosure has described the content-modification system100 using fingerprint-based technology to perform various operations andto provide various features, in some examples, the content-modificationsystem 100 can use watermark-based techniques instead of, or in additionto, fingerprint-based techniques, to perform these and other operationsand to provide these and other features.

For example, as an alternative to the fingerprint-based techniquedescribed above in which the fingerprint-matching server 106 identifiesthe channel on which the second content is being received by thecontent-presentation device 104, the content-distribution system 102 oranother entity can insert a channel identifier in the form of awatermark into the second content, such that the fingerprint-matchingserver 106, the content-presentation device 104, or another entity canextract the channel identifier and use it to identify the channel onwhich the second content is being received by the content-presentationdevice 104.

In this context, the content-modification system 100 can employ anywatermark technique now known or later developed.

M. Operations Related to Requesting System Resources

Aspects of this disclosure also involve operations for requesting systemresources for the content-modification system 100 to use in performingactions that facilitate performance of content-modification operations,particularly in situations where a group of content-presentation devicesare tuned to a channel on which an upcoming content-modificationopportunity has been identified. These operations will now be describedin more detail. Although the following example operations will bedescribed herein primarily as being performed by thefingerprint-matching server 106, other entities of thecontent-modification system 100 could perform one or more of suchoperations in alternative embodiments.

The fingerprint-matching server 106 can identify an upcomingcontent-modification opportunity on a channel. This can involve any oneor more of the operations discussed above for identifying contentmodification opportunities.

In some examples, a component of the content-modification system 100other than the fingerprint-matching server 106 might identify theupcoming content-modification opportunity on the channel. For instance,the content-management system 108 might receive, from thefingerprint-matching server 106, an indication of the upcomingcontent-modification opportunity.

In response to identifying the upcoming content-modification opportunityon the channel, the fingerprint-matching server 106 can identify a groupof multiple content-presentation devices tuned to the channel.

Each content-presentation device of the group can be identified in oneor more ways. In one example, to identify a content-presentation device,the fingerprint-matching server 106 can include or remotely access data(e.g., stored in a database) that includes a respective deviceidentifier for each of a plurality of content-presentation devices, aswell as indicates and updates, in real-time or near-real-time, thechannel to which each content-presentation device is tuned.

In another example, the fingerprint-matching server 106 can detect,using one or more of the fingerprint matching processes described above,a match between reference fingerprint data and query fingerprint datareceived from the content-presentation device and identify the channelbased on the detected match.

In another example, the fingerprint-matching server 106 can receive,from the content-presentation device itself, channel identifier metadatathat identifies the channel and can interpret receipt of the channelidentifier metadata as indicating that the content-presentation deviceis currently tuned to the channel. Other examples are possible as well.

In some implementations, the fingerprint-matching server 106 might storean indication that associates the device identifier of eachcontent-presentation device of the group of content-presentation devicesto a channel identifier of the channel.

Having identified the group of multiple content-presentation devicestuned to the channel, the content-modification system 100 (e.g., thefingerprint-matching server 106) can use, at least in part, an amount(e.g., a quantity) of content-presentation devices in the identifiedgroup as a basis to determine an amount of system resources to request.

In some examples, the fingerprint-matching server 106 can determine theamount of system resources to request. Additionally or alternatively,the fingerprint-matching server 106 can transmit an indication of theamount of content-presentation devices in the identified group to thecontent-management system 108 and/or the supplemental-content deliverysystem 112. The content-management system 108 and/or thesupplemental-content delivery system 112 can then use that amount as abasis to determine the amount of system resources to request. Forexample, the content-management system 108 and the supplemental-contentdelivery system 112 might each determine a respective amount of systemresources that it needs to carry out respective actions in facilitatingat least a portion of the content-presentation devices of the identifiedgroup performing respective content-modification operations.

As discussed above, the amount of system resources that are determinedcan include one or more types of system resources including, but notlimited to, instances of servers running a particular softwareapplication (e.g., software with logic for selecting targetedsupplemental content to deliver to content-presentation devices),processing cycles for servers running a particular software application(e.g., the software with the selecting logic noted above, or a differentsoftware application such as one that facilitates hosting supplementalcontent), bandwidth, memory, and/or CPU usage, among other possibletypes of system resources. The determined amount of system resourcesmight be more or less than the amount of system resources that is/arecurrently allocated for use in performing actions that facilitatecontent-presentation device performance of content-modificationoperations.

The act of using at least the amount of content-presentation devices inthe identified group as a basis to determine an amount of systemresources to request can occur in various ways. In one example, thefingerprint-matching server 106 might have stored mapping data that mapsdifferent amounts of content-presentation devices to correspondingamounts of system resources. For instance, when the amount ofcontent-presentation devices in the identified group is five thousand,the fingerprint-matching server 106 might determine that one hundredinstances of servers running a particular software application should belaunched and run in parallel to help handle the increased load forselecting respective supplemental content for at least a portion of thecontent-presentation devices in the identified group. Additionally oralternatively, when the amount of content-presentation devices in theidentified group is five thousand, the fingerprint-matching server 106might determine that a particular number (e.g., two hundred) ofprocessing cycles should be allocated for use by each instance of aserver running the particular software application. In someimplementations, the corresponding amounts of system resources specifiedin the mapping data can be a default amount of system resources to usefor each amount of content-presentation devices in situations where noother technique, algorithm, etc. is used to determine the amount ofsystem resources. Further, in some implementations, the amount of systemresources determined for a particular amount of content-presentationdevices can be proportional to that amount of content-presentationdevices, whereas in other implementations the amount of system resourcesmight be non-proportional.

In another example, the fingerprint-matching server 106 might use theamount of content-presentation devices as an input in a particularalgorithm or algorithms that output an amount of system resources torequest. For example, an algorithm might dictate that one instance of aserver running a particular application should be launched for every onehundred content-presentation devices. As such, the algorithm might be orinclude Equation 1 as shown below, where x is the amount ofcontent-presentation devices in the identified group and y is the amountof instances to launch. Other example algorithms are possible, as wellas other techniques for determining the amount of system resources torequest.y=x/100  (Equation 1)

As discussed above, additional factors can be taken into account indetermining the amount of system resources to request. By way ofexample, the fingerprint-matching server 106 can use, at least in part,the amount of content-presentation devices in the identified group andhistorical content consumption data associated with thecontent-presentation devices in the identified group as a basis todetermine the amount of system resources to request.

The fingerprint-matching server 106 might store the historical contentconsumption data or receive the historical content consumption data fromanother component of the content-modification system 100 such as thedata-management system 110. For example, as a content-presentationdevice tunes to channels, change channels, and displays content for anend-user, the data-management system 110 can determine historicalcontent consumption data associated with the content-presentation deviceincluding, but not limited to, types (e.g., genres) of programming thecontent-presentation device presents, types of advertising thecontent-presentation presents, a frequency at which thecontent-presentation device (i.e., end-users that use thecontent-presentation device) changes channels, and/or which channel(s)is/are most frequently viewed, among other possibilities. Thus, thehistorical content consumption data can relate at least in part to atendency of the content-presentation device (i.e., of end-users that usethe content-presentation device) to change channels.

Because the historical content consumption data can indicate thetendency of the content-presentation device to change channels, it canbe useful for the fingerprint-matching server 106 to consider thesetendencies when determining the amount of system resources to request.For example, if the identified group has one thousandcontent-presentation devices and the historical content consumption dataindicates that two hundred of those content-presentation devices areover a threshold percent (e.g., 50%) likely to change channels beforethe upcoming content modification opportunity, the fingerprint-matchingserver 106 might determine an amount of system resources sufficient forthe other eight hundred content-presentation devices. The historicalcontent consumption data can help in other ways as well.

By taking into account the historical content consumption data and/orother information of the identified group, the content-modificationsystem 100 can make even better informed decisions as to the amount ofsystem resources to request. For example, by only requesting systemresources for content-presentation devices that are most likely toremain tuned to the channel, the content-modification system 100 canavoid requesting more system resources than necessary, thus allowingother system resources to be allocated for use in performing otheractions.

Having determined the amount of system resources to request, thecontent-modification system 100 can request the determined amount ofsystem resources for use in performing actions that facilitate at leasta portion of the content-presentation devices in the identified groupperforming respective content-modification operations. To facilitatethis, for example, the content-modification system 100 (e.g., thefingerprint-matching server 106, content-management system 108, orsupplemental-content delivery system 112) can use one or more APIs orother interfaces to communicate with a service provider (e.g., a serviceprovider managed by the same entity that manages thecontent-modification system 100, or a third-party service provider) andrequest the determined amount of system resources from that serviceprovider. Other examples are possible as well.

In line with the discussion above, the type of system resources that aredetermined can dictate what is requested. For example, the act ofrequesting the determined amount of system resources can involverequesting launching new instances of servers running a particularsoftware application. As another example, the act of requesting thedetermined amount of system resources can involve requesting additionalprocessing cycles for servers running a particular software application.

As discussed above, the determined amount of system resources can beused by one or more components of the content-modification system 100,such as the content-management system 108 and the supplemental-contentdelivery system 112, to perform various actions that facilitate at leastthe portion of the content-presentation devices in the identified groupperforming respective content-modification operations.

In one example, the actions can be or include selecting, for eachcontent-presentation device of at least the portion of thecontent-presentation devices (e.g., for each of eight hundredcontent-presentation devices out of one thousand in the identifiedgroup) in the identified group, respective supplemental content (e.g., areplacement advertisement) for that content-presentation device to usein performing a content-modification operation at the upcoming contentmodification opportunity. This selection can be performed by thecontent-management system 108, for instance.

In another example, the actions can be or include causing respectivesupplemental content to be transmitted to each content-presentationdevice of at least the portion of the content-presentation devices inthe identified group. The act of causing respective supplemental contentto be transmitted to each content-presentation device can involve, forinstance, (i) the content-management system 108 requesting links torespective selected supplemental content and transmitting the links toeach content-presentation device, (ii) fingerprint-matching server 106instructing the content-management system 108 to request and transmitthe links, (iii) the supplemental-content delivery system 112 receivingrequests for links to the respective supplemental content andtransmitting a respective link to the content-management system 108 orto each content-presentation device, and/or (iv) thesupplemental-content delivery system 112 receiving requests for therespective supplemental content (e.g., a download request) and sendingthe respective supplemental content to each content-presentation device.Other examples are possible as well.

In another example, the actions can be or include actions that log(e.g., store in memory) or report information that indicates whethercontent-modification operations were completed by thecontent-presentation devices in the identified group. As an example,this can involve determining which content-presentation devices of theidentified group completed a content-modification operation and logging,for each such content-presentation device, a respective instance of acompleted content-modification operation. As another example, this caninvolve flagging (e.g., storing a flag associated with a deviceidentifier for) each content-presentation device of the identified groupthat did not complete a content-modification operation. As yet anotherexample, this can involve logging, for each content-presentation deviceof the identified group that did not complete a content-modificationoperation, an error code or another indication as to why acontent-modification operation was not completed. And as yet anotherexample, this can involve flagging each content-presentation device thathad a tendency to change channels that left that content-presentationdevice out of consideration in determining the amount of systemresources to request. The fingerprint-matching server 106 or otherdevice can report any or all of such logged information to any otherdevice within or outside of content-management system 100. Logging andreporting this sort of information can help the content-managementsystem 100 determine the source of non-completed content-modificationoperations and perhaps take remedial actions to increase the amount ofcontent-modification operations that are performed successfully.

To facilitate the logging of any of the information described above,each content-presentation device can be configured to report, amongother possible information, the occurrence of completedcontent-modification operations, the occurrence of non-completedcontent-modification operations, and perhaps reasons why anycontent-modification operations were not completed.

Using the operations described above in situations where there arenumerous content-presentation devices in the identified group, thecontent-modification system 100 can reliably and quickly determine anamount of system resources to request that will help thecontent-modification system 100 facilitate the content-presentationdevices performing content-modification operations, thereby improvinguser experience and the reliability of the content-modification system.These operations can also be used to efficiently and dynamically adjusthow many system resources are being allocated for use in performingactions that facilitate content-presentation device performance ofcontent-modification operations. Further, these operations can also bedesirably used in situation where a smaller amount ofcontent-presentation devices (e.g., five) are in the identified group,such as to avoid allocating more system resources than needed for thesmaller group and saving system resources for other purposes.

FIG. 5 is a flow chart of an example method 500. At block 502, themethod 500 includes identifying an upcoming content modificationopportunity on a channel.

At block 504, the method 500 includes responsive to identifying theupcoming content modification opportunity on the channel, identifying agroup of multiple content-presentation devices tuned to the channel.

At block 506, the method 500 includes using, at least in part, an amountof content-presentation devices in the identified group as a basis todetermine an amount of system resources to request.

At block 508, the method 500 includes requesting the determined amountof system resources for use in performing actions that facilitate atleast a portion of the content-presentation devices in the identifiedgroup performing respective content-modification operations.

The method 500 and related acts can be performed in whole or in part bythe fingerprint-matching server 106, the content-management system 108,and/or the supplemental-content delivery system 112. In someimplementations, the method 500 and related acts can be performed atleast in part by another device within the content-modification system100.

IV. Example Variations

Although the examples and features described above have been describedin connection with specific entities and specific operations, inpractice, there are likely to be many instances of these entities andmany instances of these operations being performed, perhapscontemporaneously or simultaneously, on a large-scale basis. Indeed, inpractice, the content-modification system 100 is likely to include manycontent-distribution systems (each potentially transmitting content onmany channels) and many content-presentation devices, with some or allof the described operations being performed on a routine and repeatingbasis in connection with some or all of these entities.

In addition, although some of the operations described in thisdisclosure have been described as being performed by a particularentity, the operations can be performed by any entity, such as the otherentities described in this disclosure. Further, although the operationshave been recited in a particular order and/or in connection withexample temporal language, the operations need not be performed in theorder recited and need not be performed in accordance with anyparticular temporal restrictions. However, in some instances, it can bedesired to perform one or more of the operations in the order recited,in another order, and/or in a manner where at least some of theoperations are performed contemporaneously/simultaneously. Likewise, insome instances, it can be desired to perform one or more of theoperations in accordance with one more or the recited temporalrestrictions or with other timing restrictions. Further, each of thedescribed operations can be performed responsive to performance of oneor more of the other described operations. Also, not all of theoperations need to be performed to achieve one or more of the benefitsprovided by the disclosure, and therefore not all of the operations arerequired.

Although certain variations have been described in connection with oneor more examples of this disclosure, these variations can also beapplied to some or all of the other examples of this disclosure as welland therefore aspects of this disclosure can be combined and/or arrangedin many ways. The examples described in this disclosure were selected atleast in part because they help explain the practical application of thevarious described features.

Also, although select examples of this disclosure have been described,alterations and permutations of these examples will be apparent to thoseof ordinary skill in the art. Other changes, substitutions, and/oralterations are also possible without departing from the invention inits broader aspects as set forth in the following claims.

What is claimed is:
 1. A method comprising: identifying, by a servercomputing system, an upcoming content modification opportunity on achannel; responsive to identifying the upcoming content modificationopportunity on the channel, identifying, by the server computing system,a group of multiple content-presentation devices tuned to the channel;using, by the server computing system, at least in part, an amount ofcontent-presentation devices in the identified group as a basis todetermine an amount of system resources to request for use in performingactions that facilitate at least a portion of the content-presentationdevices in the identified group performing respectivecontent-modification operations, wherein the amount of system resourcescomprises more than one system resource, and wherein using, at least inpart, the amount of content-presentation devices in the identified groupas a basis to determine the amount of system resources to requestcomprises using, at least in part, mapping data that maps each of aplurality of amounts of content-presentation devices to a respectivecorresponding amount of system resources, to determine the amount ofsystem resources to request; and requesting, by the server computingsystem, the determined amount of system resources for use in performingthe actions that facilitate at least the portion of thecontent-presentation devices in the identified group performingrespective content-modification operations, wherein the actions comprisefor each content-presentation device of at least the portion of thecontent-presentation devices in the identified group, selectingrespective supplemental content for that content-presentation device touse in performing a respective content-modification operation inconnection with the upcoming content modification opportunity on thechannel.
 2. The method of claim 1, wherein using, at least in part, theamount of content-presentation devices in the identified group as abasis to determine the amount of system resources to request furthercomprises using, at least in part, the amount of content-presentationdevices in the identified group and historical content consumption dataassociated with the content-presentation devices in the identified groupas a basis to determine the amount of system resources to request. 3.The method of claim 2, wherein the historical content consumption datarelates to tendencies of the content-presentation devices in theidentified group to change channels.
 4. The method of claim 1, whereinrequesting the determined amount of system resources comprisesrequesting launching new instances of servers running a particularsoftware application.
 5. The method of claim 1, wherein requesting thedetermined amount of system resources comprises requesting additionalprocessing cycles for servers running a particular software application.6. The method of claim 1, wherein the actions further comprise for eachcontent-presentation device of at least the portion of thecontent-presentation devices in the identified group, causing respectivesupplemental content to be transmitted to that content-presentationdevice.
 7. The method of claim 1, wherein the actions further comprisedetermining which content-presentation devices in the identified groupcompleted a content-modification operation and, for each determinedcontent-presentation device, logging a respective instance of acompleted content-modification operation.
 8. The method of claim 1,wherein requesting the determined amount of system resources comprisesrequesting system resources that are running a particular softwareapplication having logic for selecting targeted supplemental content todeliver to at least the portion of the content-presentation devices. 9.A non-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by a processor, causeperformance of a set of operations comprising: identifying, by a servercomputing system, an upcoming content modification opportunity on achannel; responsive to identifying the upcoming content modificationopportunity on the channel, identifying, by the server computing system,a group of multiple content-presentation devices tuned to the channel;using, by the server computing system, at least in part, an amount ofcontent-presentation devices in the identified group as a basis todetermine an amount of system resources to request for use in performingactions that facilitate at least a portion of the content-presentationdevices in the identified group performing respectivecontent-modification operations, wherein the amount of system resourcescomprises more than one system resource, and wherein using, at least inpart, the amount of content-presentation devices in the identified groupas a basis to determine the amount of system resources to requestcomprises using, a least in part, mapping data that maps each of aplurality of amounts of content-presentation devices to a respectivecorresponding amount of system resources, to determine the amount ofsystem resources to request; and requesting, by the server computingsystem, the determined amount of system resources for use in performingthe actions that facilitate at least the portion of thecontent-presentation devices in the identified group performingrespective content-modification operations, wherein the actions comprisefor each content-presentation device of at least the portion of thecontent-presentation devices in the identified group, selectingrespective supplemental content for that content-presentation device touse in performing a respective content-modification operation inconnection with the upcoming content modification opportunity on thechannel.
 10. The non-transitory computer-readable storage medium ofclaim 9, wherein using, at least in part, the amount ofcontent-presentation devices in the identified group as a basis todetermine the amount of system resources to request further comprisesusing, at least in part, the amount of content-presentation devices inthe identified group and historical content consumption data associatedwith the content-presentation devices in the identified group as a basisto determine the amount of system resources to request.
 11. Thenon-transitory computer-readable storage medium of claim 10, wherein thehistorical content consumption data relates to tendencies of thecontent-presentation devices in the identified group to change channels.12. The non-transitory computer-readable storage medium of claim 9,wherein requesting the determined amount of system resources comprisesrequesting launching new instances of servers running a particularsoftware application.
 13. The non-transitory computer-readable storagemedium of claim 9, wherein requesting the determined amount of systemresources comprises requesting additional processing cycles for serversrunning a particular software application.
 14. The non-transitorycomputer-readable storage medium of claim 9, wherein the actions furthercomprise for each content-presentation device of at least the portion ofthe content-presentation devices in the identified group, causing therespective supplemental content to be transmitted to thatcontent-presentation device.
 15. The non-transitory computer-readablestorage medium of claim 9, wherein the actions further comprisedetermining which content-presentation devices in the identified groupcompleted a content-modification operation and, for each determinedcontent-presentation device, logging a respective instance of acompleted content-modification operation.
 16. A server computing systemcomprising: a processor; and a non-transitory computer-readable storagemedium, having stored thereon program instructions that, upon executionby the processor, cause performance of a set of operations comprising:identifying an upcoming content modification opportunity on a channel;responsive to identifying the upcoming content modification opportunityon the channel, identifying a group of multiple content-presentationdevices tuned to the channel; using, at least in part, an amount ofcontent-presentation devices in the identified group as a basis todetermine an amount of system resources to request for use in performingactions that facilitate at least a portion of the content-presentationdevices in the identified group performing respectivecontent-modification operations, wherein the amount of system resourcescomprises more than one system resource, and wherein using, at least inpart, the amount of content-presentation devices in the identified groupas a basis to determine the amount of system resources to requestcomprises using, at least in part, mapping data that maps each of aplurality of amounts of content-presentation devices to a respectivecorresponding amount of system resources, to determine the amount ofsystem resources to request; and requesting the determined amount ofsystem resources for use in performing the actions that facilitate atleast the portion of the content-presentation devices in the identifiedgroup performing respective content-modification operations, wherein theactions comprise for each content-presentation device of at least theportion of the content-presentation devices in the identified group,selecting respective supplemental content for that content-presentationdevice to use in performing a respective content-modification operationin connection with the upcoming content modification opportunity on thechannel.
 17. The computing system of claim 16, wherein using, at leastin part, the amount of content-presentation devices in the identifiedgroup as a basis to determine the amount of system resources to requestfurther comprises using, at least in part, the amount ofcontent-presentation devices in the identified group and historicalcontent consumption data associated with the content-presentationdevices in the identified group as a basis to determine the amount ofsystem resources to request.
 18. The computing system of claim 17,wherein the historical content consumption data relates to tendencies ofthe content-presentation devices in the identified group to changechannels.
 19. The computing system of claim 16, wherein requesting thedetermined amount of system resources comprises one or more ofrequesting launching new instances of servers running a particularsoftware application or requesting additional processing cycles forservers running the particular software application.